Brianne West, a New Zealand-born environmentalist and the founder of Ethique is the visionary behind the world’s first zero-waste beauty brand. With a deep commitment to sustainability and sharp business acumen, West has transformed the beauty industry by creating solid-bar products that leave no trace on the planet.
Born in 1986 or 1987, West displayed an entrepreneurial spirit from a young age. At just eight years old, she started her first venture—a pet detective agency. While it may seem like a childhood whim, this early experience set the stage for her future successes. By the age of 19, West had already ventured into natural cosmetics, launching her first business shortly after finishing high school. Although this initial endeavor lasted only two years, it served as a crucial stepping stone toward her later achievements.
The Birth of Ethique
The story of Ethique began in 2012, when West, a second-year Bachelor of Science student at the University of Canterbury, discovered gold. She used her scientific knowledge to make solid-bar shampoos and conditioners using natural, ethical ingredients in her kitchen. By removing water from the equation, she created completely plastic-free products sold in biodegradable and compostable packaging. She first marketed them under the name Sorbet Cosmetics.
In 2013, Brianne entered a business entrepreneurship competition at her university called “entré.” Becoming a finalist landed her a business mentorship, and by 2015, her company had already prevented 60,000 plastic bottles from needing recycling. That’s when she rebranded the company as Ethique.
Crowdfunding Successes
First Crowdfunding Campaign
West’s entrepreneurial journey was not without its challenges. In 2015, she launched a crowdfunding campaign on PledgeMe to raise funds for the company. The campaign was a resounding success, raising NZ$200,000 and attracting the largest number of female investors in the platform’s history. The funds allowed West to build a custom laboratory and expand Ethique’s product range.
Second Crowdfunding Campaign
The success of the first campaign was followed by an even more impressive second campaign in 2017. Ethique reached PledgeMe’s daily limit of NZ$500,000 in just 90 minutes, a testament to the brand’s growing popularity and the trust investors had in West’s vision.
Global Expansion of Ethique
Expansion to the UK
Ethique’s success was not confined to New Zealand. In 2019, the company expanded its operations to the UK, marking its first foray into the European market. The move was a significant milestone, bringing Ethique’s innovative products to a wider audience and cementing its position as a global leader in sustainable beauty.
Expansion to Over 20 Countries
By 2020, Ethique had successfully expanded its reach to over 20 countries, including Australia, the United States, Taiwan, and Hong Kong. This global presence reflected the brand’s success and the widespread appeal of its zero-waste philosophy. With products now accessible to consumers worldwide, Brianne West’s vision of a plastic-free future is being realized on an international scale. In late 2020, West sold 75% of Ethique to the New York-based investment firm Bansk Group, and in 2023, she stepped down as CEO.
Ethique’s Eco-Friendly Products
Ethique reached a significant milestone by saving 10 million plastic bottles from use, setting an ambitious goal of preventing half a billion by 2030. Their product line features solid hair, face, and body bars, all packaged in compostable materials. Ethique ensures zero consumer waste by using only biodegradable ingredients and wrappers—no bottles, jars, lids, or pumps, just pure, eco-friendly goodness. Additionally, the company is committed to fair trade practices and maintaining sustainable supply chains.
New Ventures
Not one to rest on her laurels, Brianne launched Nous Labs after selling Ethique. This venture provides investment and mentoring for environmentally and socially focused enterprises. In late 2022, she founded Business, but Better, a free education and mentoring hub for mission-driven entrepreneurs. And in 2023, she announced her latest brainchild, Incrediballs, set to launch in 2024. This plastic-free drinks brand aims to tackle plastic waste in the beverage industry with innovative ‘soda tablets.’
Awards and Recognition
Brianne West has garnered significant recognition for her contributions to sustainability and entrepreneurship. In 2016, she was named a “Global Thinker” by Foreign Policy magazine, highlighting her innovative approach to combating plastic pollution. Her entrepreneurial achievements were further acknowledged in 2019 when she was awarded the EY Young Entrepreneur of the Year, celebrating her success in building a business that positively impacts the environment. In 2020, West’s leadership in social and environmental causes earned her the title of Obama Foundation Leader, solidifying her role as an influential figure for young entrepreneurs worldwide.
